Study On Brand Building Of Female Fashion Magazine APP

In recent years,development of fragmented female fashion magazine APPs has been accelerated,showing innovational of female fashion magazines during the digital transformation.Currently,APP has become a brand extension of female fashion magazines in the mobile Internet era,an opportunity for female fashion magazines to expand their brand influence in the mobile Internet era and an important part of the female fashion magazine digitalization.It is closed connected with the overall digital transformation of female fashion magazines.Influenced by the focus of female fashion magazines on brand building,the construction of female fashion magazine APPs shows certain brand awareness.However,female fashion magazines lack experiences in the APP brand building and are faced with a fiercely competing market environment.Therefore,there are still many problems with the brand building of female fashion magazine APPs.APP-based brand building is an indispensable link of enhancing the overall brand influence of female fashion magazines.The two are unified with each other.However,the APP-based brand building and the brand building of the paper-made female fashion magazines are not totally the same.The former features a richer content,a stronger sense of timeliness,and more interesting and convenient user experiences.It is not a copy of the original paper version to become an accessory to the latter,but is unique in its own way.Not only is brand building of female fashion magazine APP closely related with the long-term development path of female fashion magazine APPs,but also it is of vital importance for realization of digital transformation of female fashion magazines and even the whole traditional magazine industry.In this paper,fragmented APPs developed by paper-made female fashion magazines in the Android system and with the characteristic of instant update are adopted as research objects.Development situations of female fashion magazine APPs in the IOS system and the Android system are compared to point out reasons why APPs developed in the Android system are chosen for analysis in this paper.Fashion magazines of representative fashion groups and female fashion magazine APPs of Hearst Magazine China and Cond Nast China are adopted for case study.Their APP construction process and current download channels are analyzed in great details.The brand building theory of "brand design+marketing mix" is adopted as the theoretical basis.Based on the development status of female fashion magazine APPs,the author points out that the brand building process of female fashion magazines includes the brand element design,the brand marketing and the brand maintenance.The brand building status of female fashion magazine APPs under three groups is discussed from the above three aspects of the brand building process.Problems including low brand recognition,inadequate uniqueness of content,inadequate communication,singular profitability model and incomplete management mechanism are found in the brand building process of the female fashion magazine APPs.At last,from the perspective of brand building,corresponding development suggestions are put forward to enhance the APP-based brand recognition,highlight content differentiation,integrate communication channels,innovate the profitability model and reform the management mechanism.To sum up,this study attempts to solve problems existing in China's female fashion magazine APPs and even periodical APPs,and build influential APP brands.